Earlier this year, I had the opportunity to present in London at a special Adobe event to celebrate the launch of Whatās the Future of Business: Changing the way businesses create experiences. Immediately following the presentation, I joined Adobe’s Jeremy Waite to shoot an episode of Marketing Minute. As the title suggests, each episode is supposed to last 60 seconds. However, this conversation wrapped just shy of 10 minutes. And, I think you’ll see way. As Adobe explains, āIn this…
The Adaptive Digital Strategy Framework
Guest post by Andrea Vascellari. You can follow him on Twitter @vascellariĀ and visit his website at www.andreavascellari.com. Today we still see a large number of organizations that keep struggling to align social media and new emerging communication technologies with the overall firm strategy. Organizations should adapt, look in the mirror and recognize that they need to change because the world has changed. They should embrace new strategic frameworks to avoid getting caught up in the digital hype that hit them…
Announcing This Year’s Theme and Agenda for the 2013 Pivot Conference: The Total Digital Experience
Companies at the leading edge of change are recognizing that Social isn’t the catalyst for transformation, it is a shift in human behavior that changes everything. Social and its partner in change, mobile, canāt be limited to particular campaigns or even to specific departments. This revolution impacts employees and customers and all parts of the enterprise. There are no boundaries now; everything is integrated. This year at Pivot, we will be exploring topics that reset our perspective of where we…
The Imminent Shift from Social to Digital Engagement
How do you define engagement? No matter how you define it, engagement is something that we most likely underestimate. Engagement symbolizes the touches that occur in various moments of truth and this should completely change not only how you engage someone in each moment but also how the inside of your company works with one another to make it frictionless and experiential. Whether a customer stands on the stage of awareness, consideration, purchase, or post purchase, touch points open and…
Forget about Social Media for a moment. Whatās your mobile strategy?
Facebook hit a billion users! Twitter is the new digital water cooler! Youtube is the future of TV! Ok, you get it right? Social media is transformative. So what? Every business that thinks about customer engagement through a technological lens will miss the very thing that will keep them in business for the long-termāthe impact of technology on society and behavior and how it opens up new touch points and changes expectations as a result. Depending on your business, you…
Social media is not your saving grace: Experiences should first be defined and supported
Social media experts will tell you, and theyāll make a pretty good case too, that it is the golden key to unlocking meaningful customer relationships and the gateway to surprising and delighting them over time. So how does social media do this? Well all it takes is to listen, be part of the conversation, curate great content, run native advertisements, and oh yeah, be transparent and authentic. Done and done. Well, wrong and wrong. Social media isnāt going to save…
Sephora Gets a Digital Makeover to Attract Connected Customers
One of the challenges marketers and strategists face today is understanding the difference between a success story and an example that has true business impact. With every story and through our own experience, we are learning about the transformation companies are undertaking to migrate from social brands to social businesses. One of the emergent trends that we will soon be tracking is the move from social to experiential where social media plays only one part in the greater production of…
Inside Look: How The Boston Celtics Win in Social Media and Digital
The Boston Celtics know how to win. And while the team is now preparing for the next NBA season, Peter Stringer, Senior Director of Interactive Media is on the court every day. With 6.5 million fans on Facebook and 600k followers on Twitter, Peter’s work is just getting started. Serving customers in today’s hottest networks is one thing. Catering to a worldwide community of rabid sports fans requires in a series always-on digital arenas takes a different level of engagement…
The Fallacy of Information Overload
Some of you know me through my work in studying how social media and disruptive technology impact business and culture. Others have worked with me in translating insights into action and change within the enterprise.Ā Every now and then, I share another side of myself that evokes the aspiring social scientist in me as I explore how all of this is affecting us as individuals and human beings. Not a day goes by when I’m not asked about whether or…
Digital Trends: Strategies for Reaching and Influencing Connected Consumers
In 2011, the digital landscape underwent a significant shift that will have profound effects on business in 2012. The challenge is that hardly any business leaders noticed. Thatās not their fault however. Although the impact of technology on business and consumer behavior was widely reported, in-depth reports on what to do next or how this will affect their business specifically were scant at best. Iām sure you heard it from experts everywhere, āYou need a Facebook brand page! Why are…
